Oracle Innovision and Multichoice Africa has launched a South African first with their interactive application on DStv for motor manufacturer, Ford. From 27 October 2002, all Ford commercials have been tagged to drive viewers to Channel 76, where they can to interact with the Ford brand at their leisure.
"We have adapted the Big Brother 24-hour channel principle and technology on Channel 76," explains Oracle Innovision's Sean Fairless. "What viewers will experience once the interactive application has loaded, is a squeeze-back video in the top left corner, which loops all the Ford commercials. The screen also displays a number of buttons representing the various Ford brands - Fiesta, Icon, Mondeo, Focus, Bantam and Ranger."
"The DStv remote can be used to select a button to access additional information about a particular model, including interior and exterior graphics. In addition, there is a 'Test Drive Page' encouraging prospective buyers to visit their nearest Ford dealers to test drive a vehicle."
Fairless goes on to explain that, built in to the 'Test Drive Page', is a reward system whereby members of the public who test drive a Ford, receive two tickets to attend the new James Bond movie.
"Channel 76 is representative of an improved and more advanced offering for both advertisers and viewers. It is also a prelude to further innovative developments on the channel," he concludes.
